Date of Publication

4-11-2025

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Arts Major in Organizational Communication

Subject Categories

Organizational Communication

College

College of Liberal Arts

Department/Unit

Communication

Thesis Advisor

Maysa S. Arabit

Abstract (English)

Digital visual communication impacts how salient stakeholders interact with creative organizations. The organizational communication (OCM) problem of weak organization-stakeholder relationship due to weak digital visual communication is a particular cause for concern for the Erehwon Center for the Arts (Erehwon, for short).

OCM interventions such as the application of Four Affordances by Treem and Leonardi (2013) to aid in the creation of a Digital Visual Communication Manual, with supplementary use of the Stakeholder Salience Theory by Mitch et al. (1997) to identify the target stakeholders of the study, and The Impact of Social Media on Stakeholder Engagement by Lutz & Hoffman (2013) to support the relevance of the OCM problem in Erehwon’s digital visual communication, are studies that serve as the backbone of this research.

Using (i) a semi-structured interview, (ii) a visual audit, (iii) a survey, and (iv) focus group discussions (FGD), the research explores three questions: (1) How does an art organization’s digital visual communication on social media impact its external communication with stakeholders in terms of conveying information? (2) How do stakeholders define what strengthens an art organization’s digital visual communication on Instagram? (3) How can the Four Affordances aid in the development and curation of digital visual communication that substantially engages the stakeholders of an organization in the creative industries?

Results from these studies provide valuable insights into improving Erehwon’s digital visual communication. The data have been critically evaluated in the creation of a multimedia manual targeting the demographics of external stakeholders. Artists, art appreciators, and art enthusiasts, and internal stakeholders, recognized that targeted visuals can translate to a potentially enhanced stakeholder reception and strengthened organization-stakeholder engagement with 63% of the survey respondents agreeing that the improvement of Erehwon’s digital visual communication will impact stakeholders/viewers. The stakeholders agreed that a Digital Visual Communication Manual will improve Erehwon’s approach to social media communication.

Keywords: Digital Visual Communication, Four Affordances framework, Enterprise Social Media, Stakeholders, Creative Industries, Organizational Communication

Abstract Format

html

Abstract (Filipino)

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Abstract Format

html

Language

English

Format

Electronic

Keywords

Visual communication—Digital techniques; Social media; Cultural industries; Communication in organizations

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Embargo Period

4-21-2025

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